Chapter 5

Building Your Employer Brand Framework

IN THIS CHAPTER

check Leveraging the power of an existing corporate/customer brand

check Making your employer brand stand out from the competition

check Crafting effective recruitment advertising campaigns

check Taking your creative solutions for a test drive

A key feature of strong brands is consistency, and it seldom if ever happens naturally. It requires the disciplined application of a clear brand framework (guidelines) that typically incorporates your brand propositions (defining the core qualities you’d like your brand to be associated with), as well as the core creative ideas and aspects of visual design that serve to inform and frame the way you bring your brand to life through marketing.

remember Your brand must be reliably constant to build familiarity and trust, but it also must constantly adapt to maintain its relevance and competitive edge. To accomplish this goal, a brand framework generally preserves the core while allowing change around the periphery ...

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